In the fitness club industry, 40% of our clients leave each year. We must replace them and find even more in order to remain profitable. Prospects are the lifeblood of the industry, and we require hundreds of them every month.
Where do we find them?
IHRSA studies indicate that 90% of people most likely to join your club either live or work within a 15- to 30-minute drive of your facility. Advertising directly to this audience concentrates marketing efforts on the people that count, and dollars are not wasted outside your market area. The most effective way to reach these prospects is with marketing that gets directly into their hands.
“Direct mail: My first love and secret weapon.”
– David Ogilvy, Ogilvy & Mather.
The BIG advantages:
Audience selectivity: We will identify the audience most likely to join your club and market directly to them.
Exclusivity: Your direct mail travels by itself and stands alone so your message does not have to compete with other ads.
Geographic flexibility: Exercise the power to deliver your message exactly where it needs to go.
Control of message: You get to control your brand, your offer, your call-to-action, and your timing.
Cost effective: Rather than paying for wasted hits on radio and TV advertising, with direct mail, you can send your message to a targeted group of prospects or to your existing customers. For example, 20,000 cards printed and mailed for only 34¢ cents each, including postage.
Once you have identified the target, execute your direct marketing strategy with a clear, appealing message using direct mail postcards, flyers, inserts and guerrilla marketing.
There are three essential components. They are, in order of importance:
- Delivery: Locate the right audience; decide on quantity or number of hits, and consider frequency – how often you will distribute your message. Regular, repeated mailings are the way to create big, measurable results. For example, if you mail every 30 days for a year, you will cause a dramatic growth in your business.
- Offer: Present enticing, risk-free benefits of joining; not just features of your facility. Include a call-to-action.
- Look: Your advertising should have the right appeal to grab attention. Convey a strong statement that positions your club top-of-mind, and generates enough interest or excitement to make your audience take action.
A good design and a good message go a long way to making your direct mail piece a hit.
Advertising should be simple. First, we identify what we want: More members! Then, we identify our target market; decide on the strategy to reach them and execute it. Simply make your plan and work your plan. Repetition is the mantra for promotional success. When you communicate consistently, people will believe you (giving credibility) and they will respond; they will come, they will buy.